Brand re-appraisal for American Express

How do you research radical creative ideas – without destroying them?

Client: American Express

Sector: Agency

Audience: consumers

The puzzle

American Express wanted to start a positive re-appraisal of their brand, using a radically different campaign by Ogilvy.

The pieces

We came up with a new approach – Concept Nursery – using the principles of Appreciative Inquiry.

The picture

The campaign launched with great success and is still the basis for Amex’s communications.

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